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About Gage Marketing
 

About Gage Marketing

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The world’s premier brands come to Gage for marketing that matters. We help clients grow sales, profits and market share. We spur consumers, customers and partners to take action. We’re the ...

The world’s premier brands come to Gage for marketing that matters. We help clients grow sales, profits and market share. We spur consumers, customers and partners to take action. We’re the technology-savvy, strategically-driven – and results-obsessed – marketing agency.

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  • Core capabilities across the social landscape a. Examples: Facebook, Twitter, others b. Social to mobile best practices and insights c. Case studies of work and client roster d. How Gage has reused technologies e. What’s Emerging? Where will we be in 5 years?
  • Core capabilities across the social landscape a. Examples: Facebook, Twitter, others b. Social to mobile best practices and insights c. Case studies of work and client roster d. How Gage has reused technologies e. What’s Emerging? Where will we be in 5 years?
  • Core capabilities across the social landscape a. Examples: Facebook, Twitter, others b. Social to mobile best practices and insights c. Case studies of work and client roster d. How Gage has reused technologies e. What’s Emerging? Where will we be in 5 years?
  • Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives)
  • Defining the field of inquiry
  • Illustrating what is meant by brand community.
  • Illustrating the symbiotic relationship between conversion events and other forms of value generated through social media marketing.
  • Illustrating the symbiotic relationship between conversion events and other forms of value generated through social media marketing.
  • Illustrating the various commonmetrics and how they tend to fit into the high level categories illustrated on previous slide.
  • With a framework in place, you can measure across the entire social media landscape. Different components will have different characteristics, but a common framework enables marketer to assess performance and determine values for the entire community, outposts or individual campaigns using the same framework. The missing link that’s needed to make it work is establishing a dollar value on the “soft” value variables; that is, expressing their value in the language of a conversion, whose dollar value you CAN express in monetary form.
  • Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives)
  • Advocacy platformPartner / Franchisee social media activationSocial Media promotionsCurationBranded outpost build and asset publishingImplement a Social Media Marketing System (SMMS)Non-Branded Social Media engagement / ROI tracking (aka social CRM)SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agentsTravel blogging / influencer campaigning
  • Advocacy platformPartner / Franchisee social media activationSocial Media promotionsCurationBranded outpost build and asset publishingImplement a Social Media Marketing System (SMMS)Non-Branded Social Media engagement / ROI tracking (aka social CRM)SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agentsTravel blogging / influencer campaigning
  • Building Advocacy One Relationship at a Time.Online relationships are not built solely on the quality of the user experience on yourwebsite. More importantly, meaningful connections are based on the authenticityand transparency of one-on-one interactions with people who have a personalconnection or experience with your brand. These interactions can occur in a varietyof social communities -- social networks, online forums, blogs and micro-blogs, videosites, niche communities, etc. Social Advocacy Modeling overlays existing customer and prospectdatabases with social profile data and segment them into various audiences rangingfrom super advocates to brand terrorists.
  • Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives)
  • ExpertZone Social MediaBackgroundStart dateChannelsResults (maybe use an average per month on KPIs and total these up to date as well, round numbers OK)Current ActivityAdded SMMP Spredfast to enable international expansion (describe)Expanded original US activities to 4 new English-speaking countries (describe)US Forum co-management (describe)OpportunitiesExpand community management role – both for international SM channels (likely once int’l subs learn what’s involved, difficulty) – and forums Increased integration between Social Media channels and ExpertZone hubPromotions and content exclusive to Social Media channels to expand reach and engagementImproved measurement and related optimization
  • Given approval to work outside 3M guidelinesFeatured in Stemwinder
  • Hellman is doing the print.
  • Budgeting / Prioritization process resulted in funding of these highest-value initiatives for H1:Social Content PlaybookSocial WidgetsDashboard DesignSocial Activation for PartnersFacebook: “Ask A Partner” ApplicationFacebook: Promotion (Customer)Facebook: Promotion (Partner)Facebook: Custom UX implementationSocial Advocacy Platform Dashboard Design
  • Website: http://www.microsoft.com/business/MM FacebookSMB FacebookTwitter SMBLinkedIn – Products Page on Microsoft “In” pageYouTube (Microsoft Small Business)
  • Social Content PlaybookSocial WidgetsDashboard DesignSocial Activation for PartnersFacebook: “Ask A Partner” ApplicationFacebook: Promotion (Customer)Facebook: Promotion (Partner)Facebook: Custom UX implementationSocial Advocacy Platform Dashboard DesignDemand Generation / Awareness Building
  • Social Content PlaybookSocial WidgetsDashboard DesignSocial Activation for PartnersFacebook: “Ask A Partner” ApplicationFacebook: Promotion (Customer)Facebook: Promotion (Partner)Facebook: Custom UX implementationSocial Advocacy Platform Dashboard DesignDemand Generation / Awareness Building
  • Social Content PlaybookSocial WidgetsDashboard DesignSocial Activation for PartnersFacebook: “Ask A Partner” ApplicationFacebook: Promotion (Customer)Facebook: Promotion (Partner)Facebook: Custom UX implementationSocial Advocacy Platform Dashboard DesignDemand Generation / Awareness Building

About Gage Marketing About Gage Marketing Presentation Transcript

  • About us
  • Table of ContentsContents• Introduction• Core capabilities• Sample initiatives / deliverables• Case studies• Contact information
  • Table of Contents Solutions that Drive Behavior• Formed in 1992• HQ in Minneapolis with additional offices in Los Angeles and Redmond, WA• Ad Age/Interactive Rank: #35• Promo/Promotion Rank: #37• Blending of technology and marketing for many of the world’s most respected brands• Fortune 500 client base
  • Table of Contents Gage Confidential. All Rights Reserved.Core Capabilities Promotions – Sweeps, games, contests, POP, worldwi de legal services Digital – Mobile, websites, media, social media, analytics and dashboards Relationship – CRM, incentive & loyalty programs, Direct Response A proven ability to deliver innovative marketing campaigns and assets while managing the scale and other unique requirements inherent to large brands
  • Table of Contents Social DM Voice Marketing Mobile Email Mobile Email SMS SMS + MMS IM IM IM IM Email Email Email Email Direct Mail Direct Mail Direct Mail Direct MailDirect Mail Telephone Telephone Telephone TelephoneTelephone<1990 1990s 1999 2000s 2010TV TV TV TV TVRadio Radio Radio Radio RadioPrint Print Print Print PrintDisplay Display Display Display Display Website Cable TV Website Website Search Website Search Search Online Display Search Online Display Online Display Paid Search Online Display Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video Online Video Affiliate Marketing Webinars Affiliate Marketing Webinars Affiliate Marketing Webinars Blogs Blogs RSS RSS Podcasts = Emerging media Contextual Podcasts Wikis = Significantly affected by Emerging media Contextual Social Networks Wikis Mobile Web Social Networks Behavioral As marketing continues to get more Mobile Web Social Media & Ads Virtual Worlds complex, Gage helps clients master and Widgets incorporate new approaches to sustain Twitter and grow marketing value. Mobile Apps & Geolocation Gage Confidential. All Rights Reserved.
  • Table of Contents Gage Confidential. All Rights Reserved.Gage Emerging Media Solution ecosystem Strategy & Consulting Services Software Integration Custom Development Media • SM Outpost strategy • SM Promotions (Wildfire) • Custom Loyalty / • Cross-channel and management • eCommerce Sweepstakes, Contests, Pr campaign design • Social CRM - (BazaarVoice) omotions, Training, Comm and execution Monitoring unity • Social Media • B2B CRM (Salesforce) , Measurement, Engag • Custom Facebook Advertising • Loyalty and Community ement Applications: • Twitter building (Pluck, Lithium) • Thought Leadership • Photo/Video Contests (Tweets/handles/ • Content Curation Marketing • Localization hashtags) (Magnify, Curation • Event Marketing Station) • Facebook OpenGraph • Facebook (microblogging, video API integration (DirectServe, • Collaborative and cross- capture / PPL model, others) channel marketing • Dynamic live/social publishing, SlideShare) • LinkedIn (Spredfast, Sprinklr) content display widgets • SEO media asset (InMail, Display • Monitoring / Social CRM • Social Media-technology development, publishi ads) (Radian6, Visible Tech) mashups (Crimson ng, tagging • YouTube • Viral tracking / Earned Hexagon, Google/Bing • Social Media Identity Maps, etc) • …More Media Measurement Protection (Meteor) • Mobile Applications • SM Analytics / Development • Profiling / Retargeting / Dashboards Advocacy modeling • WAP site enablement • Legal Services (Rapleaf, Flowtown) (Campaign • Singlepoint (SMS) design, Rules, Terms & conditions)
  • Table of Contents Gage Confidential. All Rights Reserved.Why do clients choose Gage? 1. Passion born of direct experience and results 2. Knowledge through constant pursuit 3. Strategic thinking and the know-how to be effective in large organizations 4. Follow-through on execution 5. Trust to represent marketer and brand exceptionally
  • Table of Contents Social media point-of-view
  • Table of Contents Gage Confidential. All Rights Reserved.Social Media and Community • Online Community (“OC”) includes - but is more than - social • All relevant online conversations and interactions • Relevant conversations and other interactions as they occur in branded and non-branded communities All relevant online conversations and corresponding venues, participants (this is the opportunity space)
  • Table of Contents Gage Confidential. Brand Community = Website (Hub) All Rights Reserved. + All Online / Offline Touch points Non-Brand Brand Cross-community interactions assumed, encouraged, leveraged, measured 10
  • Table of Contents Gage Confidential. All Rights Reserved. How Gage Social Media Drives Value Ratios to How customers experience brand Seen from a conversion event communities online measurement POVTime (examples) 0 Awareness Awareness (5,000:1) Engagement Engagement Advocacy (500:1) Conversion Conversion Event (1:1) Users take a desired action known to drive business outcomes: Buy online, live chat, register for CRM Advocacy channel, download, visit Feedback Loop specified content, etc. Pursue, measure and optimize Awareness, Engagement, Advoca cy because they drive on- and Advocacy 50:1 offline conversion events which drive business outcomes100 n Awareness = Prospect is aware of and/or knowledgeable about product / service n Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange n Conversion = Prospect takes an action known to drive sales n Advocacy = Customer or influencer takes an action in support or recommendation of product / service 11
  • Table of Contents Gage Confidential. All Rights Reserved.Mapping Tactics to Value Value Tactics n Social Advertising (Facebook, Twitter, Linkedin, etc.)Time n Branded YouTube, Vimeo, Scribd, Slideshare outposts (make content discoverable, engagement platforms) 0 Awareness nn Thought Leadership (Multiple tactics) Blogging, white papers, eBooks, PR, Events (Webinars), case studies , video testimonials Engagement nn Social Media Promotions, Sweepstakes, Contests nn Branded Twitter (reach influencers, make content discoverable, engagement platform) nn Branded Facebook (CRM channel, makes content discoverable, engagement platform, testimonial gathering, *could* include conversion events) Conversion nn Linkedin (Division-level presence, group participation, publishing, events) Users take desired, measura n Website (hosts content & conversion mechanisms, *can* also serve as engagement platform via ble actions Feedback Loop community-building features & social plug ins) known to drive business n Testimonials, case studies (publish cross-channel - outcomes Email, Facebook, Website) n Influencer outreach & sentiment mapping Advocacy n Advocate outreach / advocate platform100 nnnn Mobile/Event + Social Integration (Signage, Symposiums, Tradeshows, speaking engagements (workshops, seminars, conferences) n Awareness = Prospect is aware of and/or knowledgeable about product / service n Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange n Conversion = Prospect takes an action known to drive sales n Advocacy = Customer or influencer takes an action in support or recommendation of product / service
  • Table of Contents Gage Confidential. All Rights Reserved.Mapping Metrics to Value A E C LAwareness Engagement Conversion Advocacy• Impressions • Comments B2B: • Advocacy Behaviors• Followers, Fans, • Visit Rate or Content Users take actions known to (various, including:) Subscribers, Members Resonance drive meaningful business • Retweets• Lists • Return Visits outcomes: • Testimonials• Page Views • Click-throughs • Demo sign ups • Recommendations• Mentions per time • Registrations/Opt-ins • Webinar sign ups • Referrals period • Retweets • Contact forms • Co-creation/User• Inbound links • Replies • Whitepaper downloads Generated Content• Share of Conversation • Referrals • Email sign ups • Content Sharing• Brand specific searches • Recommendations • Visits to desired site • Activity Sharing• Sentiment Trends • Thread Size content • Information Sharing • Time with Content • Suggestions/Feedback B2C: • Content Downloads • Go to store and buy • Content Sharing • Find a partner/distributor • Spinoff Content • Lead form Vibrant social communities continuously foster Advocacy behaviors, which can be even more valuable than conversions 13
  • Table of Contents Measuring Value Across Brand Communities Your Online Community Overall: Ongoing or one-time for cross-channel campaigns A E C L A E C L A E C L A E C L Outpost 1 (ex: Blog) Outpost 2 (ex: Facebook) Outpost 3 (ex: Twitter) A E C L A E C L A E C L Outpost 4 (ex: YouTube) Outpost 5 (ex: Vimeo) Hub (website) A E C L A E C L A E C L + Non-Branded Community Outpost 6 (ex: Linkedin) Outpost 7 (ex: Scribd) Outreach/Engagement 14 Gage Confidential. All Rights Reserved.
  • Table of Contents Gage Confidential. All Rights Reserved.Excellence requires smart partnerships
  • Table of Contents Sample engagement initiatives/deliverables
  • Table of Contents Strategy Market Practice Client-side research Strategic Experience, discovery audit Plan Knowledge (Social)Goals, culture, or Find and analyze Capitalize on Goal-drivenganization to relevant conversations Gage’s experience strategic plan:assess social with available 1. Goals 1. Size opportunityreadiness / tools, technologies,maturity 2. Know where and to tactics and 2. Measurement whom to play combine with Plan1. People (audiences, conver client’s insights 3. Prioritized2. Process sations) Initiaitives3. Technology 4. Timelines 3. Know how to play (channels, convers 5. High-level ations, tactics) budgets 17 Gage Confidential. All Rights Reserved.
  • Table of Contents Gage Confidential. All Rights Reserved.Plan: Goals & Benchmarks • Specific goals set based on a realistic assessment – Social Media Audit informs goals given existing variables - current status, competitive landscape, target audience, client participation/experience, investment• Benchmarks established for each goal w/ regular reviews• On-demand reporting via dashboards; can be geared toward conversation monitoring for keyword/topic volume, sentiment, etc. or direct business value (please see examples of social reporting on next slides – these are dynamic web-accessed reporting dashboards) 18
  • Table of Contents Gage Confidential. All Rights Reserved.Dashboard Reporting 19
  • Table of Contents Gage Confidential. All Rights Reserved.Dashboard Reporting 20
  • Table of Contents Gage Confidential. All Rights Reserved.Dashboard Reporting 21
  • Table of Contents Gage Confidential. All Rights Reserved.Dashboard Reporting 22
  • Table of Contents Content and Engagement Strategy, Publishing & Content Curation Guidelines • Living document regulates actions of all participants – client, agencies, subsidiari es, etc. • Gage has successfully authored and executed collaborative content and engagement processes for highly-regulated health care and technology industry brands Gage Confidential. All Rights Reserved. 23
  • Table of Contents Gage Confidential. All Rights Reserved.Branded outpost build and asset publishing• Gage well-versed in development of branded outposts• Ensure design is coordinated with that of other channels & hub• Ensure fixed content is optimized for readability, search
  • Table of Contents Gage Confidential. All Rights Reserved.Branded outpost examples Outpost – Twitter (UK)Hub Outpost – Facebook (UK)
  • Table of Contents Gage Confidential. All Rights Reserved.Branded outpost examples 26 26
  • Table of Contents Gage Confidential. All Rights Reserved.Branded outpost examples 27 27
  • Table of Contents Strategic/Enterprise PublishingMakes it possible/easier to:• Scale to manage multiple social media accounts (aka channels or outposts)• Save time publishing content across accounts• Coordinate publishing as a team – internal corporate staff, agency, and/or third party partners• Find content• Improve outreach• Track effectiveness of social media content and tactics• Track revenue impact of social media activities Gage Confidential. All Rights Reserved. 28
  • Table of ContentsNon-Branded Engagement (Social CRM)Gage helps clientsdevelop centralizedexpertise and capabilityin monitoring andengaging in non-branded social media• Use Social CRM to find, monitor and engage measurably• Distribute leads to sales• Distribute insights across company Gage Confidential. All Rights Reserved.
  • Table of Contents Gage Confidential. All Rights Reserved.Facebook Development / UX Enhancement Gage Confidential. All Rights Reserved.
  • Table of ContentsInfluencer Mapping / Campaigning 100 Advocates Terrorists Mercenaries Influence Non-Threats Fans 0 - Opinion (Sentiment) +• Overlay customer and prospect databases with social profile data and segment into audience categories ranging from advocates to terrorists• Develop social and/or cross-media campaigns to move targets to become brand advocates• Track results over time Gage Confidential. All Rights Reserved.
  • Table of Contents Gage Confidential. All Rights Reserved.Community Platform Development (Hub) • Social Media affects the hub as it the logical center of an online branded community • In 2011, marketers turning to specialized community platforms to increase marketing value of websites and social media outposts: • Forrester shows 24% of companies with $500M+ revenue are implementing or piloting a program using a community platform • 31% plan to pilot a consumer-facing community program in the next 12 months • Gage is uniquely capable in delivering maintaining and growing robust community hubs 32
  • Table of Contents Features and Functionality of Community Platforms: Description and Inclusion Importance for [Client]Hub Development Feature Description 1 = Unimportant 3-6 = Important 9 = Essential Core administration features Administer permissioning Admin has ability to control who has admin 3 access• Standard Features and Member permissioning Admin has ability to control what levels of content a member can access 3 Functionality of Member moderation Members have the ability to moderate forums, or discussion threads 3 Community Platforms, Customization of look and feel via WYSIWYG Members can customize the website at an appearance level via templates or toggles 1 Forrester Wave Report, Customization of look and feel via CSS Members can customize the website at an appearance level via themes, colors, font 1 November 1, 2010 controls Feature selection Members can customize the website at a 3 feature/functionality level• Many of these features Member status and loyalty specifications Admin can view/manage status and 9 Gage Confidential. All Rights Reserved. are being implemented loyalty specifications for individual members for the first time on Automated email administration Admin can remotely manage community via email 3 brand websites in 2011 Ability to create new communities Admin can create new sub-communities inside main portal 1 Interactivity, user- Core analytics features• Traffic across all content types Admin can see traffic rates for each 9 generated content Registrations and user activity content category used on site Admin can see registrations and what 9 capture + syndication, registered users are doing ties to social outposts Customizable report templates Admin can generate custom reports via 1 template are now standard Access to data warehouse for custom manual reports Admin can generate custom reports via manual report design 1 because they maximize Most popular content Admin can see which content is most popular 9 overall marketing value Most popular members Admin can see which members are most popular 9 of brand community Influencer identification Admin can see which members are most influential within the site 9 Core content management, syndication, and import features RSS feeds for all community content Users can subscribe to RSS feeds for 9 content (Should apply primarily to content of highest likely value to most users and/or 33 content most likely to be updated frequently)
  • Table of Contents Gage Confidential. All Rights Reserved.Social Advertising Characteristics Uses Highly Targetable Use to build Awareness… … Target interests, likes, etc. …of promotions or other Can target on any profile content data …of branded Demographics and (far) channels/platforms beyond Use to drive Engagement… Contextual Peer-influenced …with promotions, events, (Example: Facebook Stories) etc. Use to drive Conversions
  • Table of Contents Gage Confidential. All Rights Reserved.Social Advertising: Plan
  • Table of Contents Gage Confidential. All Rights Reserved.Social Advertising: Optimizations
  • Table of Contents Gage Confidential. All Rights Reserved.Social Advertising: Results
  • Gage Confidential. All Rights Reserved.Social Advocacy: WOM Facts2/3rds of the economy is influenced by personal recommendations. McKinsey & Company Gartner 20% of consumers are key influencers of purchasing activities of 74% of the population.Consumers mention 56 brands in conversation per week. Keller Fay 62% of these discussions are positive.Each peer recommendation reaches 150 people on the social web. Forrester Less than 25% of people say they trust emails they sign up for.1 in 3 people come to a brand through a recommendation. Weber Shandwick Bain & Co. The most recommended company in any given category grows 2.5x the category average.40% of advocates answer, comment, or give opinions Yahoo! andonline several times each week. Comscore 38
  • Gage Confidential. All Rights Reserved.Social Advocacy: Amplifies WOM • Each recommendation reaches 150 people • 500M peer impressions annually in US • Now rivals advertising impressionsSource: Forrester Peer Influence Analysis 39
  • Table of Contents Gage Confidential. All Rights Reserved. Proactive Advocacy Recommenders; WOM Recommendations Drive Sales • About capturing and maximizing use of testimonials and WOM. Key “missing link” to social media ROI Advocates Value to Business • Advocates are 5x more valuable than loyal customers Loyal • Advocates have an emotional connection Customers to the brand (~1 in 5 are Detractors) • Advocates want to express themselves • Advocates want to connect with others Fans & Followers • Advocates want to help Brand advocates create a powerful virtual sales force at low cost delivering immediate return on investment 40 Sources: Harvard Business Review, Satmetrix, Bain & Company, Comscore, Yahoo!
  • Gage Confidential. All Rights Reserved. Social Advocacy: How It Works Advocate Responses Advocate Actions Paid Media Social MediaClicks, Conversions RecommendationsImpressions Ratings & ReviewsA/B Testing Stories & TestimonialsReview & Offers comment Answers moderationZ Score, NPS®Advocate Profile Data Hosted Word of Mouth marketing solution / fully integrated brand advocacy system 41
  • Table of Contents Gage Confidential. All Rights Reserved. 3. Track, Monitor and OptimizeMeasure and report:• Total # Advocates• Total content created• Total content published• Advocate content created by type (Ratings & Reviews; Stories; Answers)• Advocate content published by channel (e.g. Facebook, Twitter, LinkedIn, Amazon, Yelp, etc.)• Total clicks• Total number Advocate clicks and by channel• Total number in-bound prospect clicks and by channel• Historical tracking• Conversions (conversion to action; conversion to sales; conversion to leads)**• Impressions**• Z Score (% of energized Advocates vs. identified Advocates)• Net Promoter Score® 42
  • Gage Confidential. All Rights Reserved.3. Advocate Analytics Dashboard 43
  • Table of Contents Gage Confidential. All Rights Reserved.Social Media Promotions Use to drive awareness, engagement and loyalty
  • Table of Contents Gage Confidential. All Rights Reserved. Curation addresses “Content Challenge”Channels, portals, content silos Locate relevant, worthwhile Use for Community hub (internal and across web) content and republish and/or content to increase site spinoff into social media outposts value + improve SEO Web stuff Our stuff Social Media Portal Twitter Facebook Channel A Twitter A topic topic Social Face- Portal B Media book Channel B Forum Blog topic topic Social Media Forum Channel C Portal topic topic YouTube Email YouTube D
  • Table of ContentsEvents/Offline Marketing and Social Media • Enriches both event and social channels by integrating the two • Build social conversation before, during, after • Gather high-value video assets (benefits social + participants thought leaders) • Create compelling offers to engage during event • Social-based contests/promotions • Example: Upload photo to Facebook to enter event-based contest • Example: Follow/ReTweet to enter • Mobile/SMS-based to drive engagement & desired actions: — Sign up for SMS alerts during event — Text to: Register to win, sign up for Email, download whitepaper — Fan/follow in social channels (CRM value) — MS tags for exclusive content Gage Confidential. All Rights Reserved. 46
  • Table of Contents Gage Confidential. All Rights Reserved.Social-to-mobile best practices and insights Scenario: Target audience member sees a product/service/offer of interest. Through combo of mobile & social, can: Value to Marketer Get their social nets’ opinion of it / discuss it nnn Share and/or recommend it to one or more in their social net and/or to ratings and reviews nnn engines Broadcast activity to their social net nnn Have a public or private virtual conversation with a brand representative about it nnn Engage social nets to participate (as in a game/promotion or topical discussion) nn n Awareness = Prospect is aware of and/or knowledgeable about product / service n Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange n Conversion = Prospect takes an action known to drive sales n Advocacy = Customer or influencer takes an action in support or recommendation of product / service
  • Table of Contents Case studies
  • Gage Confidential. All Rights Reserved.Microsoft ExpertZoneRSP Community Marketing
  • Table of Contents Gage Confidential. All Rights Reserved.About ExpertZoneExpertZone is atraining, education, rewards, advocacy, and communityplatform for Retail Service Professionals (RSPs) sellingMicrosoft products: Windows, Office, Xbox, Zune, andHardware.ExpertZone is an exclusive community available only tocurrent retail service professionals (RSPs).ExpertZone is available in 34 countries worldwide.
  • Table of Contents ExpertZone: Community Hub • Hub includes features such as… • User-generated content capture + syndication • Ties to social media platforms, forums, groups, etc. • …to maximize marketing value of brand community and individual members.Gage Confidential. All Rights Reserved.
  • Table of Contents ExpertZone: Community Hub Community-Building Hub Features / Functionality (selected examples) Users can form affinity groups around interests Users can see / connect with other users in their network User content is customized based on personal attributes Outposts integrated into UXGage Confidential. All Rights Reserved.
  • Table of Contents Gage Confidential. All Rights Reserved. ExpertZone: Community Hub Gage has continually developed and co-managed daily ExpertZone community for over two years.Gage Confidential. All Rights Reserved.
  • Table of Contents Gage Confidential. All Rights Reserved. ExpertZone: Community Hub Gage is a leader in leveraging thought leadership and content strategy to build and influence community.Gage Confidential. All Rights Reserved.
  • Table of Contents Gage Confidential. All Rights Reserved.ExpertZone Current / Pending Initiatives• Ongoing Activity – Content sourcing, authoring, publishing – all channels – Fan/Follower growth strategy/execution – Non-branded social media community monitoring (reduced) – Performance measurement and reporting – Community Hub Evolution – Expansion to new countries – SMMP to facilitate international expansion – Forum community co-management
  • Table of Contents Gage Confidential. All Rights Reserved.Current Initiatives• Strategic: – Expand potential RSP advocacy from Sales floor-only to (much larger) online community• Tactical: – Deeper integration between outposts and website – Promotions and content exclusive to outposts to expand reach and engagement – Active non-branded community engagement, including advocacy modeling and campaigns – Branded channel expansion – Expand publication of educational content to Scribd, Slideshare – Improved measurement and operational optimization
  • Gage Confidential. All Rights Reserved.Filtek Restoratives ™New Product Launch
  • Table of Contents Gage Confidential. All Rights Reserved.Contents • Gage Deliverables • Background • Target • Situation • The Assignment, Challenge & Solution • Concepts & Testing • Delivery Timeline • Site Review • Metrics58
  • Table of Contents Gage Confidential. All Rights Reserved.Gage Deliverables • Planning & Account Management • Project Management • Technical Planning & Development • Creative Development • Video Production (Second City) • SEO • IA/UX/Usability Testing • Emails and Banners • Tradeshow Materials • Social Media59
  • Table of Contents Gage Confidential. All Rights Reserved.Background • 3M ESPE – Dental products • 3M ESPE manufactures and markets more than 2,000 products and services designed to help dental professionals improve their patients’ oral health care – Filtek™ Supreme Ultra Restorative • White composite material dentists use for fillings and tooth restorations Before After Before After60
  • Table of Contents Gage Confidential. All Rights Reserved.Target• Primary: – General dentists who are esthetically driven and value quality – Opinion leaders• Secondary: – Dental Assistants & Office Managers61
  • Table of Contents Gage Confidential. All Rights Reserved.Situation • Filtek Supreme Plus enjoys 97% awareness and is the market leader. But... – New composites are entering the market with • Aggressive promotions • Heavy sampling • High ad spending • Filtek Supreme Plus replaced with Filtek Supreme Ultra – Target likes Filtek Supreme Plus and does not typically accept change well – This poses a risk – Will they be accepting of the new product?62
  • Table of Contents Gage Confidential. All Rights Reserved.Our Assignment• The 3M ESPE marketing team engaged Gage to help announce and market Filtek Supreme Ultra Restorative, the replacement for Filtek Supreme Plus Restorative, through a product specific microsite.• Our job is to help convince the target audience that Filtek Ultra retains everything they have come to love about Filtek Plus, yet offers them even more through advances in product development. “Don’t lose a single customer”63
  • Table of Contents Gage Confidential. All Rights Reserved.The Challenge • We need to answer the target’s questions: – What is Filtek Supreme Ultra? – How is Ultra different from Plus? What’s better? – What’s the science behind it, and why should I care? – How and when should I use Filtek Supreme Ultra? • How do we make sure the target gets the message? – What will cut through the clutter? – How do we get them to pay attention? – How do we make a dry subject engaging?64
  • Table of Contents Gage Confidential. All Rights Reserved.The Solution• Create an engaging experience that: – Ties seamlessly to the update brand look & feel and the “Everyone has a shade” campaign. – Includes the unexpected and gets the dental community buzzing – Answers the “why Ultra?” questions the target is asking – Provides deeper content to those who seek it – Encourages sampling and purchase65
  • Table of Contents Gage Confidential. All Rights Reserved.The Unexpected • To meet the challenge of – Cutting through the clutter, – Getting the targets attention, – Not delivering a “me too” marketing solution, – Gage partnered with The Second City to interject comedy into our solution. • A series of humorous videos were produced that – boast product benefits, – and at the same time entertain and encourage viewers to say on the microsite longer, – and tell their peers about the experience.66
  • Table of Contents Gage Confidential. All Rights Reserved.Usability Testing• In addition to creative, we tested for – Content & messaging – Navigation – Appeal of free sample offer – Video existence and propensity to share• We then adjusted the microsite to accommodate the findings67
  • Table of Contents Gage Confidential. All Rights Reserved. Delivery Timeline MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MARKick-Off 5/4/09PlanningCreative ConceptingUsability Testing 7/24/09Video Shoot 7/27/093M Event 11/12/09Site Production HOLDING PATTERNOriginal Launch Date 9/2/09Teaser Site Up 1/11/10Full Site Up 2/15/10Chicago Tradeshow 2/25/10Product In Market 3/15/10Maintenance & Updates 68
  • Table of Contents Gage Confidential. All Rights Reserved.Sitewww.everyonehasashade.com69
  • Table of Contents Gage Confidential. All Rights Reserved.Videos Episode 1 Episode 2 Episode 370
  • Table of Contents Gage Confidential. All Rights Reserved.Email71
  • Table of Contents Gage Confidential. All Rights Reserved.Banners72
  • Table of Contents Gage Confidential. All Rights Reserved.Tradeshows73
  • Table of Contents Gage Confidential. All Rights Reserved.Sales Rep Sample Kit Sticker74
  • Table of Contents Gage Confidential. All Rights Reserved.Twitter75
  • Table of Contents Gage Confidential. All Rights Reserved.Twitter76
  • Table of Contents Gage Confidential. All Rights Reserved.Metrics – Website • Site traffic reports (WebTrends) • Video starts • Video completes • Number of Referrals/Video Sharing • Number of Stay Informed signups • Clicks to “Contact your authorized 3M ESPE dental distributor” link77
  • Table of Contents Gage Confidential. All Rights Reserved.Conversations78
  • Table of Contents Gage Confidential. All Rights Reserved.Campaign results• Video cued at launch is receiving 98.5% video completes (watch entire video)• Sharing of Videos surpassing all other sharable content• Twitter followers for the Tooth Fairy and Charlie over 4,000 strong• Steady incline of unique visitors, pages viewed and length of session leading up to largest annual tradeshow (CDS) on Feb 27.• Revenue growth of 13.2% against a goal of 10%• 1% market share gain in 6 months against a goal of1% in 12 months79
  • Gage Confidential. All Rights Reserved.Microsoft SMBSocial Media Engine for Customers & Partners
  • Table of Contents Gage Confidential. All Rights Reserved.Case Study Contents• Strategy• Integrated Communities• The Engine• Performance• Social Levers for Marketers
  • Table of Contents Gage Confidential. All Rights Reserved.Strategy• November – January 2010, Gage developed a strategic plan to build a “social media engine” to be integrated into Microsoft SMB’s current marketing practice – Marketing Asset/Practice Audit – Gap-Filling Research – Strategic Plan• Plan to leverage Social Media + Community concepts to increase awareness, engagement and loyalty among Microsoft SMB Partners and Customers. – Focus most on advocates and influencers rather than “masses” – Consistent message to community (Customer, Partner, PR) – Give existing communities focus, avoid creating net new communities• Purpose: Create an achievable vision that makes optimal use of social media to accomplish business goals
  • Table of Contents Gage Confidential. All Rights Reserved. 3 Focus AreasPartner Enablement Customer Engagement – Social Widgets – Ask An Expert – Social Activation for Partners – Facebook: Buddy Media Landing (for FY12) Page – Facebook: “Be The Expert” – Social Advocacy Platform Application – Facebook: Promotion (Partner) – Facebook: Buddy Media Organization & Structure Landing Page – Sprinklr SMMP – Facebook: Buddy Media (publishing, analytics, identify Syndication & target influencers) – Social Advocacy Platform – Branding – Social Content Playbook – Reporting
  • Table of Contents Gage Confidential. All Rights Reserved.Integrated CommunitiesGage recommended central oversight of Partner and Customercommunities, which enabled…• Specific initiatives to link Partners and Customers such as: – Ask a Partner / Be the Expert application to connect Partners with Customers in a meaningful way that awakens each audience to the other’s value and presence in social media – Efficient introduction of new technology platforms across both communities, including: • Modular, robust user experience on custom Facebook tabs • Advocacy platform to find and activate advocates in both communities• Simplified broadcasting of important Microsoft Product, Service, Event information across both communities• Efficient curation and publishing of non-Microsoft-authored content across both communities
  • Table of Contents Gage Confidential. All Rights Reserved.Integration Example:Ask a Partner / Be the Partner Customer Partner Partners have significant potential influence with customers, but b/c they lack know-how, need to be presented with explicit ways to meaningfully participate, such as Ask a Partner. Unlikely initiative w/o single oversight
  • Table of Contents Gage Confidential. All Rights Reserved.Integration Example:Ask a Partner / Be the Partner Customer Partner
  • Table of Contents Gage Confidential. All Rights Reserved.Integration Example: Advocacy Customer Partner Advocacy platform enables advocates from both communities to project positive influence. Unlikely initiative w/o single oversight
  • Table of Contents Gage Confidential. All Rights Reserved.Integrated Communities Microsoft Partner Community and Microsoft Small Business customers have similar needs and interests: Facebook Be the Facebook Expert Ask A Partner Microsoft Customers Partners Shared Social Social Advocacy Content Platform Playbook Unified oversight encourages creation of initiatives that benefit both groups and builds connections between them
  • Table of Contents Gage Confidential. All Rights Reserved.Marketing Ecosystem Products on Business Microsoft “In” Page InsightseNewsletter Cindy Bates’ Blog Delivered to Amplified Measured Compelling an engaged through with platforms Content audience an activated and tools partner-base
  • Gage Confidential. All Rights Reserved.Property Examples Post-Redesign
  • Table of Contents Gage Confidential. All Rights Reserved.Time Demand Generation (Partner + Customer) 0 Social syndication Facebook Facebook Custom UX Facebook Be the Expert (Partner + Customer) Ask A Partner Conversion Users take desired action Usually occurs on hub Feedback Loop Social Advocacy Platform100 n Awareness = Prospect is aware of and/or knowledgeable about product / service n Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange n Conversion = Prospect takes an action known to drive sales n Advocacy = Customer or influencer takes an action in support or recommendation of product / service
  • Gage Confidential. All Rights Reserved.Performance
  • Table of Contents Gage Confidential. All Rights Reserved.SMB Social Media Growth– Facebook SMB fans: +159%– Facebook Marketing Mashup fans: 0 to 1000+ B2B (Brand New Community targeted to Microsoft SMB Partners)– Twitter SMB followers: +232%
  • Table of Contents Gage Confidential. All Rights Reserved.SMB Social MediaFacebook Marketing Mashup New FB Features/Functions, Demand Gen ACTIVE USERS (Oct – April) launch (Phase 2) Unified Look-and- Content Optimization, feel Implemented New FB Features/Functions, Demand Gen launch (Phase 1)
  • Table of Contents Gage Confidential. All Rights Reserved.Twitter SMBMicrosoft SMB Twitter Followers (July – May) Demand Gen launch Content Strategy, Unified Look-and-feel Implemented
  • Table of Contents Gage Confidential. All Rights Reserved. Optimization
  • Table of Contents Gage Confidential. All Rights Reserved.SMB Social MediaFacebook SMB andMarketing Mashuphave experienceddramatic fan basegrowth sinceoptimizing postsusing Gage- Facebook: SMB fan basedevelopedguidelines Facebook: Marketing Mashup fan base
  • Table of Contents Gage Confidential. All Rights Reserved.SMB Social Media Twitter SMB showed accelerated growth and follower base since optimizing Twitter: SMB follower base Twitter SMB engagement also increased dramatically Twitter: SMB Engagement rates
  • Table of Contents Gage Confidential. All Rights Reserved. Channel interaction example – Thought LeadershipTime 0 Cindy Bates blog post published Blog post promoted on branded social media channels and social news sites where social audience can discover it Traffic is driven to blog, exposing current and new audiences to post and other site content Community helps accomplish the goals of blog (thought leadership, brand sentiment, product/service awareness, online purchases)100
  • Table of Contents Gage Confidential. All Rights Reserved.Channel interaction example – AdvocacyTime Small Business Owner answers 0 Net Promoter Score question SBO shares exclusive offer with their personal networks, opts in to use offer herself, and signs up for e-newsletter Microsoft Business Productivity Online Services sales increase, new audiences are made aware of Microsoft SMB offerings and user advocate is more connected and enabled then before100
  • Table of Contents Gage Confidential. All Rights Reserved.SMB Community: Levers for MarketersLever What is it? How to use?Announcements A set of vehicles to • Identify key messages deliver messages to that map to editorial customers and partners. calendarCommunity Engagement A set of Social properties • Deliver compelling to engage with content customers and partners. • Ask for feedbackAdvocate / Influencer A platform to enable our • Gain greater reach ofEngagement key customer and key content and partner advocates and messages influencers. • Solicit Partner Answers to Customer QuestionsListening / Reporting A platform to gain insights • Identify relevant from conversations that keywords are happening online • Define workflow for and enable the interaction with opportunity to interact. related conversations
  • Table of Contents Gage Confidential. All Rights Reserved.SMB Social Media Community in ActionOffice 365 launch shows how campaigns can now extend theireffectiveness through systematic promotion across the new SMB socialmedia ecosystem• Facebook SMB 7 posts – 2 types (product, cloud)• Facebook Marketing Mashup 1 post – Office 365 Intro• Twitter SMB 5 tweets – 2 types (product, cloud)• Twitter Cindy Bates 4 tweets – 2 types (product, cloud)• YouTube SMB FOYB video added which incorporates Office 365.• LinkedIn Microsoft Office 365 product page created and promoted as feature product on summary page.• Business Insights SMB Newsletter Mentions: introducing, product beta invite, learn more and case study• Cindy’s Blog Two posts – 2 types (product, cloud)
  • Table of ContentsContact information Christopher McLaren Director - Emerging Media & Strategy Gage Marketing Group Phone: 763-242-0930 Email: chris_mclaren@gage.com Connect: http://bit.ly/cmclaren1 103